How do you know who you are at any given time? What context we are in makes a difference.

Assignment: four words that you would use to describe me. Four words that I would think you would use to describe me …

wife, parents, siblings, coworkers, friends, etc.

1) Brand Persona - is the emotional connection and reaction others have with and to you as a result of your personal energy and style. It is the market places emotional response to you as a person. Strong brands are managed . outcomes, not an accident. Successful leaders take responsibility for ensuring they create and maintain a healthy, productive working relationships with others. It's your passion. What reaction does your name elicit? Strong brands are not happy accidents. They are managed outcomes. You have much control over how people experience you. Brand persona is your captain. It guides you.

2) Brand Product - experience, intellectual capital and potential, and results you've delivered. intellect, smarts you bring and intelligence in your space. Technical and functional skills, leadership abilities. The marketplace has a short memory for accomplishments but a long one for failures

the only two things in life you can produce. Results or Reason for the result…(or lack of)

If you do have a failure, take responsibility and move on

The glass wall: make the shift

From

To

Vertical mindset

horizontal, enterprise view

See slides…Tried and true approaches

External intelligence, networks, new idea

Tactics/doer

strategy, mobilizer

My unit

Conflict manager

Resident expert

Solutions, innovation

3) Brand Packaging is the wrapping you place around your product (you)… it’s the visual manifestation of your brand:

The goal is to ensure that your brand packaging reinforces and enhances your brand: if it distracts, it detracts.

Top 4 packaging items to be aware of … breath, body odor (scent), smile (something in your teeth), Nose (something there that should not be… it is important to have package spotters in your life.

4) Brand Promotion: a terrible thing happens when there's no promotion… nothing P.T. Barnum. Brand promotion is the strategic and proactive management of your reputation. Who needs to know about you, your team, and your work. What it is that you choose for them to know. What you know is not enough. Much more important is who knows you know it.